mGive is working with its partner Keep a Child Alive to promote its work via a television commercial on MTV during primetime. But unlike any TV commercial you've ever seen, this one doesn't flash up an 800 number but relies on a mobile phone short code (and a website address at the end) to facilitate donations. In fact, the text "Give $5 text ALIVE to 90999" stays on the screen for the entire 30 second that the commercial is running. This is a very interesting test of mobile giving. Will using TV advertising drive a larger volume of donations to make up for the low donation amount? Can Keep a Child Alive convert some of these $5 gifts to larger gifts via email or mail solicitation? I hope that mGive will keep us posted about the results.
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- Berkeley, California, USA mstein63 at gmail.com Phone: 510-883-9998
Most Recent Writing
10 tips for incorporating online video into nonprofit messaging (Mal Warwick's Newsletter, Dec 2008)
Thanks for the post Michael!!
We are extremely excited to see the outcome of this case study. We hope that the results can be used as a boiler plate for future mobile donation campaigns promoted on television.
I don't know about you, but I've got that Alicia keys song stuck in my head :)
We will keep you posted on the results!
Posted by: Stephen Joos | October 20, 2008 at 04:50 PM